ABSTRACT
This chapter explains the term leverage which is used to describe all sponsorship-linked marketing communications and activities collateral to the sponsorship investment, while the term activation is reserved for those where the potential exists for audiences to interact and engage with the sponsor. It highlights leveraging related to social media, technology, and hospitality that are of particular importance and in some cases, available research guides decision-making. Social media in combination with sponsorship is a vast expanse of both risk and potential. Sponsorship-related hospitality, also known as sponsorship-linked entertaining or corporate entertaining, is primarily the hosting of business guests. A final point about leveraging is that some of the best outcomes are collaborative. Relationships within the roster of sponsors for the property and all the associations those sponsors bring should be considered for their synergistic potential.
